How multisensory perception promotes purchase intent in the context of clothing e-customisation

Frontiers in Psychology

article

Pei Li¹  Xiangmei Guo¹  Chunmao Wu²  Charles Spence³ 

[1] Department of Fashion Design and Engineering, School of Textiles and Fashion, Shanghai University of Engineering Science;Department of Product Design, College of Fashion and Design, Donghua University;Crossmodal Research Laboratory, Department of Experimental Psychology, University of Oxford

关键词: multisensory perception;    e-customisation;    Perceived arousal;    Perceived dominance;    Purchase intent;   

DOI  :  10.3389/fpsyg.2022.1039875

学科分类：社会科学、人文和艺术（综合）

来源: Frontiers

【 摘 要 】

With the continuing development of internet technologies, an increasing number of consumers want to customise the products they buy online. In order to explore the relationship between perception and purchase intent, a conceptual framework was developed, that was based on the link between multisensory perception, positive emotions, and purchase intent in fashion e-customisation marketing. We discuss the outcomes derived from consumers’ experiences in fashion e-customisation and analyse the relationships between variables. Questionnaires were used to collect data for this quantitative study (n = 398 participants). The data was analysed using factor analysis, correlation analysis, and regression analysis. The findings contribute to the field of clothing e-customisation by identifying the effects of visual perception, haptic imagery, and auditory stimulation on arousal, and purchase intent. Visual perception and haptic imagery exerted a positive influence over dominance. We also identify the effects of arousal and dominance on purchase intent, and assess the mediating effects of these variables on visual perception, haptic mental imagery, and purchase intent. The results highlight how fashion e-customisation marketing strategies can be adopted by managers in order to increase positive emotions and how multisensory perception can potentially be used to influence consumers’ purchase behaviour.

【 授权许可】

CC BY